Business

Research Methods

William G. Zikmund

Chapter 10:
Survey Research: Basic
Communication Methods
 Chapter 10:
Survey Research: Basic
Communication Methods
* Comparison of Basic Communication Methods in Surveys:
* Questionnaires administered by an interviewer
1. Door-to door interviews
2. Mall intercepts
3. Telephone interviews
* Self-administered questionnaires
4. Questionnaires sent by mail, fax, or e-mail
5. Internet questionnaires
 1. Door-to-Door Personal
Interview
• Speed of data collection • Questionnaire length
– Moderate to fast – Long
• Geographical flexibility • Item non-response
– Limited to moderate – Low
• Respondent cooperation • Possibility of
– Excellent respondent
• Versatility of misunderstanding
questioning – Lowest
– Quite versatile
 Door-to-Door Personal Interview
• Degree of interviewer influence of answer: High

• Supervision of interviewers: Moderate

• Anonymity of respondent: Low

• Ease of call back or follow-up: Difficult

• Cost: Highest

• Special features: Visual materials may be shown or

demonstrated; extended probing possible
 1. Mall Intercept Personal
Interview
• Speed of data collection: Fast
• Geographical flexibility: Confined, urban bias
• Respondent cooperation: Moderate to low
• Versatility of questioning: Extremely versatile
• Questionnaire length: Moderate to long
• Item non-response: Medium
• Possibility of respondent misunderstanding: Lowest
 Mall Intercept Personal Interview
• Degree of interviewer influence of answers: Highest

• Supervision of interviewers: Moderate to high

• Anonymity of respondent: Low

• Ease of call back or follow-up: Difficult

• Cost: Moderate to high

• Special features: Taste test, viewing of TV

commercials possible
 3. Telephone Surveys
• Speed of Data Collection: Very fast
• Geographical Flexibility: High
• Respondent Cooperation: Good
• Versatility of Questioning: Moderate
• Questionnaire Length: Moderate
• Item Non-response: Medium
• Possibility of Respondent Misunderstanding:
Average
• Degree of Interviewer Influence of Answer: Moderate
 Telephone Surveys
• Supervision of interviewers: High, especially with central
location WATS (Wide Area Telecommunications Service)
interviewing
• Anonymity of respondent: Moderate
• Ease of call back or follow-up: Easy
• Cost: Low to moderate
• Special features: Fieldwork and supervision of data collection
are simplified; quite adaptable to computer technology (e.g.
Central location interviewing, Computer-assisted telephone
interviewing, Computerized voice-activated interviews)
 Self-Administered
Questionnaires
S E L F-A D M IN IS TE R E D
Q U E S TIO N N A IR E S

PAPER E L E C TR O N IC
Q U E S TIO N N A IR E S Q U E S TIO N N A IR E S

M A IL IN -P E R S O N IN S E R TS FA X E -M A IL IN TE R N E T K IO S K
D R O P -O FF W E B S ITE
 4. Mail Surveys
• Speed of data collection: Researcher has no control over
return of questionnaire; slow
• Geographical flexibility: High

• Respondent cooperation: Moderate – but, poorly

designed questionnaire will have low response rate
• Versatility of questioning: Highly standardized format

• Questionnaire length: Varies depending on incentive

• Item non-response: High

 Mail Surveys
• Possibility of respondent misunderstanding:
Highest--no interviewer present for clarification
• Degree of interviewer influence of answer: None -
interviewer absent
• Supervision of interviewers: Not applicable
• Anonymity of respondent: High
• Ease of call back or follow-up: Easy, but takes time
• Cost: Lowest
 5. E-Mail Questionnaire Surveys
• Speed of data collection: Instantaneous
• Geographic flexibility: worldwide
• Cheaper distribution and processing costs
• Flexible, but
– Extensive differences in the capabilities of
respondents’ computers and e-mail software limit
the types of questions and the layout
• E-mails are not secure and “eavesdropping” can
possibly occur
• Respondent cooperation
– Varies depending if e-mail is seen as “spam”
 6. Internet Surveys
• A self-administered questionnaire posted on a Web site.
• Respondents provide answers to questions displayed
online by highlighting a phrase, clicking an icon, or
keying in an answer.
 Internet Surveys
• Speed of data collection: Instantaneous
• Geographic flexibility: worldwide
• Cost effective, visual and interactive
• Respondent cooperation
– Varies depending on web site
– Varies depending on type of sample
– When user does not opt-in or expect a voluntary survey
cooperation is low.
– Self-selection problems in web site visitation surveys -
participants tend to be more deeply involved than the
average person.
 Internet Surveys
• Versatility of questioning: Extremely versatile
• Questionnaire length: varying according to the answers of
each respondent
• Item non-response: Software can assure none
• Possibility for respondent misunderstanding: High
• Interviewer influence of answers: None
• Supervision of interviewers: not required
• Anonymity of Respondent: Respondent can be anonymous
or known
• Ease of Callback or Follow-up: difficult unless e-mail
address is known
• Special Features: allows graphics and streaming media